Chief Marketing Officer,
Canadian Museum of Nature
After the earned media surrounding a summer special exhibition opening, usually late Spring, how can you sustain buzz in the critical early summer period?
We tried a street-activation and social media campaign incorporating live “stunts” with the public on social media, earned media, and pushed video content – and experienced a lot of success (millions of views), a lot of failure (who was that?), and a lot of learnings. I will recap of a formula that has now run for three summers and tell all.